The direct approach: benefits of Direct Mail.
When you come back from holiday, what’s one of the first things you do? If it’s checking your post then you’re in good company, with 71% of consumers doing the same thing.
In a fast moving world, post is a constant in our lives, with a massive 72% of people putting time aside to read it every day. And as the only medium that puts your message directly into the hands of your target audience, it’s not surprising more marketers are choosing direct mail all the time.
Here are just some of the reasons why...
Are you talking to me?
If you want to say the same thing to everyone, TV, radio or press advertising is ideal. But if you want to talk to a smaller group of people, then Direct Mail is more targeted and cost effective. Use your data cleverly to decide who gets what message and when they get it.
Me, myself and I
We all like when people remember things we’ve told them about us. Our favourite football team, where we went on holidays. Personalisation is a way of showing your customers that you remember what they told you and that you know it’s important. It goes way beyond getting their name right – that’s a given – tailoring the message or the creative to appeal to your target audience will show them you care enough to give them individual attention.
We’ve more ways to communicate than ever before and in a virtual world, Direct Mail is one of the only ways to get a tangible message into your audience’s hands. This opens up a whole world of creative options to engage their five senses - why not post something they can smell, hear and taste as well as touch and see?
The bottom line
As well as engaging the five senses, with Direct Mail you don’t need a sixth one to see if it worked. By using simple techniques like a unique phone number or e-mail address you can easily track what enquiries were generated. And at a time when every marketing euro needs to count, seeing how you did is more important than ever.
Easy does it.
You don’t need a huge budget to hire a Direct Marketing expert to get a good campaign off the ground. All you need is something to say and people to say it to. There are lots of excellent and free websites providing tips and tricks with easy to use design software or even templates to build a campaign. Have a good search online before you get started.
It adds up
Lots of research has been done on Direct Mail and 93% of it is read, filed or passed on with one in five responding.* With stats like that it doesn’t add up not to use it. (*Source, TNS Diaries)
We’re in this together.
Sometimes marketing can seem like an either /or choice. Press advertising or online? Direct Mail or e-mail? The most successful campaigns will use more than one channel, taking into account who and where your audience are and making the message as relevant as possible. Stats show that used correctly, Direct Mail will increase responses from your other media as well!
The sky’s the limit.
Well, the front door is really. Once your mail piece can get through the door and into the hands of your audience you can send anything you want. Remember the five senses and think about what would work to bring your message to life. Creativity is key, whether it’s a post card or a blow up sofa. Think about the different things you’ve received or check out our website for some ideas on what’s worked for other companies.